Smeg and Dolce&Gabbana unite for Harrods takeover

Italian brands Smeg and Dolce&Gabbana are collaborating again to take over world-famous department store Harrods. Dolce&Gabbana will this year launch its own Christmas Market in-store, running from November 2 until December 28.

Shoppers and tourists entering from the Brompton Road will view a window display featuring a Silician puppet theatre – complete with Domenico Dolce and Stefano Gabbana miniatures in marionette form. Harrods’ fourth floor will resemble an Italian piazza, strung with twinkly lights and Italian-inspired decorations. Booths will display a variety of luxury goods, including men’s and women’s clothing, gifts, accessories, toys, fragrance and fine jewellery, many of which have been designed exclusively for the store to celebrate the project.

The takeover also features products beyond fashion, hence Smeg’s involvement with the campaign. The appliance brand recently opened its own ‘shop-in-shop’ at Harrods, which stocks a wide selection of products across the brand’s large and small domestic appliance range.

To support Dolce&Gabbana’s takeover, Smeg will source three additional members of staff to help with sales of its Sicily is my Love SDA collection during this busy time of year. Smeg products will also be found in the exclusive Dolce&Gabbana penthouse suite, found on the top floor of the store.

Furthermore, Dolce&Gabbana will design the first ever Christmas window display for Smeg’s brand new retail store on Regent Street St James’s. This is due to be unveiled on November 16, during a series of late night shopping events in and around the Regent Street St James’s development.

The new store is the first of its kind for Smeg in the UK and, alongside Harrods, is the exclusive stockist of its Sicily is my Love collection and the only location in London where shoppers can get up close and personal with Frigoriferi d’Arte, hand-painted versions of the brand’s FAB28 fridge, each of which takes over 250 hours to create.